Cracking the Egg Industry: Hampton Creek Tries a Vegan Take on Classic Mayo

Case Solution

Andrew Hoffman
WDI Publishing at the University of Michigan ()

In 2013, Hampton Creek entered the mayonnaise market with the world’s first vegan plant-based mayonnaise, “Just Mayo.” The development of an egg-free version of mayonnaise had the potential to disrupt the market, especially for Unilever’s Hellmann’s brand. The case provides an overview of Unilever’s role in the mayonnaise market and underscores its commitment to innovation and sustainability, as well as its analysis of Hampton Creek as an opportunity and a threat. Students are asked to explore this complex issue with Unilever and grapple with the tension between driving innovation and progress while protecting an important source of income from a new entrant.

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